What is Remarketing and How Does it Work?

Table of Contents

Share This Post

Sometimes your digital marketing campaign needs to offer visitors a second chance to purchase an item or service. This is where remarketing comes into play to increase conversions and lead generation. Having a remarketing campaign helps to remind past visitors that you are still there.

Remarketing involves creating personalized ad campaigns to target people who have already visited your site. People may have visited your site to look at a product or service or came to read a blog post. The purpose of remarketing is to re-engage with people who did not follow through with a conversion. Conversions don’t necessarily mean purchases; it could mean that people didn’t leave their email or sign up for a newsletter.

With a remarketing campaign, you can track specific pages on your website to figure out where visitors spent the most time without converting. Many ecommerce businesses will track their shopping cart page to target cart abandoners who added items to their shopping cart but left without completing a purchase.

After you have identified your audience, you’ll know who to target with personalized ads for products they’ve showed interest in. These ads become increasingly relevant because they promote items and your brand people are already familiar with.

What are the Different Types of Remarketing?

There are several remarketing campaigns that you can use to re-engage potential customers. Remarketing campaigns offer a unique opportunity to reach out to people who have previously visited your website without making a conversion. 

Remarketing allows you to create specialized messages that can increase the chance of your visitors returning to your website to perform an action. It can help to drive sales and increase your ROI by promoting your brand awareness to already engaged audiences.

Standard Remarketing

This type of remarketing allows you to create display ads and serve to people based on specific sections of your website that they have visited. With standard remarketing, you can also target past visitors who use keywords related to your products or services in search engines like Google.

Dynamic Remarketing

Dynamic remarketing campaigns offer more control and targeting capabilities to your audience. This type of campaign allows you to advertise a specific product based on what visitors viewed on your website. You can include messages that are created specifically for the person who the ad is for.

Image of Yahoo Finance website with MRCK marketing dynamic ad on the right side of the page.
One of our dynamic remarketing ads appearing on Yahoo Finance.

Dynamic remarketing campaigns work well for ecommerce businesses because they can show the exact product that a visitor viewed or placed in their shopping cart but abandoned. With dynamic remarketing, when someone clicks on an ad, they will return to the specific product landing page which entices purchase behaviour and delivers ROI.

Remarketing Lists for Search Ads

In addition to remarketing display ads on other websites, you can also use search engines to create remarketing ads. Remarketing lists for search ads, offered by Google Ads and Microsoft Advertising, allows you to customize your search ad campaigns for people who previously visited your site.

When someone leaves your site without buying anything, remarketing lists for search ads helps you reconnect with potential customers when they continue looking for a product or service using search engines. You can create remarketing lists by adding snippets of code for specific pages on your site. 

If you’re an ecommerce business, you may want to do this on specific product pages or shopping cart pages. If someone is looking for running shoes visits a sports apparel site to check out available styles, you could add these shoppers to a “shoe category” list. Then you can use this information to bid more for these visitors the next time they search for running shoes.

With RLSAs, you have the ability to categorize and target specific shoppers who have visited your website and are searching for certain products using keywords. You can find a greater number of potential customers who have shown interest in learning more about the products you sell.

Video Remarketing

Video remarketing allows you to show personalized ads to viewers who have recently visited your YouTube channel, seen one of your videos, or liked a video. People can be retargeted through ads while they browse throughout the Google Display Network and Google partner sites.

A picture of a video ad playing before a video on YouTube.

Video ads can appear at the beginning of a video or in-between videos. They can also appear along the right side of the screen where you can find video suggestions. Video remarketing allows you to reinforce your message with people who have already seen your videos or channel. As a result, you’re more likely to succeed in increasing your ROI.

Email Remarketing

Email campaigns allow you to target past customers and potential customers in two ways. You can use an email list to send emails and create remarketing campaigns to those who open your emails.

For an ecommerce store, email remarketing is helpful in targeting cart abandoners. It’s one of the most popular ways to get customers back onto your website where they can complete their purchase. For example, how many times have you received an email after visiting an online store? 

An image of an email from Old Navy advertising a holiday sale.
This is one email I received from Old Navy. Since I previously shopped at Old Navy and gave them my email address, they sent this email reminding me of one of their sales.

You may have left an item in a shopping cart or left after viewing a product. Most of these emails will ask you if you forgot something or will offer you 10%. This type of remarketing email is meant to entice you to return and make a purchase.

When someone opens your emails, you know that they have some interest in your product or service. You can then create display ads based on that product or service mentioned in the email. Email remarketing helps to keep your brand awareness top of mind.

What are the Benefits of Remarketing?

Remarketing ads can be beneficial in keeping your brand awareness top-of-mind and attracting more customers to your online store. It is helpful in creating ads that target past website visitors to improve brand recall to increase your conversion rates.

Improved Conversion Rates

Remarketing gives you the opportunity at a second chance to drive conversions. The reality is that many visitors do not convert after the first visit to your website. Customers who have already visited your website are a step ahead in the customer journey. They are already familiar with who you are and what you offer as opposed to first-time visitors. These returning visitors are more likely to convert than a new visitor.

Improved Brand Recall

What remarketing is great for is reminding customers of your brand. Remarketing ads create on-going friendly reminders of your product or service. This helps to keep your brand top-of-mind the next time someone is looking for a similar product or service.

Improved Relevancy of Ads

The ability to create relevant ads is important in attracting your target audience. Remarketing gives you this opportunity because you can deliver ads based on previous interactions and behaviours. For example, if a visitor lands on a specific product page, you can create an ad specific to that product. You are able to create ads that appeal to the interests of your visitors.

Increased Reach

The ability to target a specific audience with a specific message is a big advantage. Advertisers can create highly targeted ads to communicate with a specific audience. These ads can be personalized and will show up for relevant users when browsing other websites in your ad network. You can reach potential customers through different means; display ads, video ads, by email or through display or search networks.

Final Thoughts

Remarketing can be a valuable digital marketing strategy of attracting customers who have shown interest in your business or products. This strategy makes it easy to recognize who your target audience is based on past behaviour. This allows you to create campaigns that engage with your audience and persuade them to convert. As a result, you can increase the chance of customer conversion while generating brand awareness.

Subscribe To Our Newsletter

Get updates and learn from the best

More To Explore

Do You Want To Boost Your Business?

drop us a line and keep in touch